Tag Archives: november

What actually happens along the Shopper Decision Journey [Webinar Link Inside]

If shopper marketing is about influencing shoppers at the point of purchase decision, how much do we really know about how and where shoppers make decisions?

Our learning is increasing all of the time and we actually know quite a lot as an industry, but for some reason we often seem to forget or ignore everything we know when we try to influence shoppers.

In fact, a huge amount of money, especially if price discounts are being taken into account, is being spent often in ways that may neither help or be damaging to the brand.

We’ll explain what happens along the Shopper Decision Journey and give key insights into why their behaviour is not always what you want during our upcoming Webinar, Shoppers Behaving Badly.

This presentations looks at:

  • how shoppers really make decisions
  • the implications for shopper marketing
  • and how to drive a return on investment

When: Wed, Sep 24, 2014 at 10:00 AM EDT
Duration: 45 minutes includes Q&A

  —>>> Sign up here

  Speakers: 

  • Kirstie Hawkes, Director & Consumer and Shopper Lead, Kantar Retail Europe
  • Richard Tolley, Director & Consumer and Shopper Lead, Kantar Retail Europe
  • Lee Smith, Global Director, Retail and Shopper

Presented by Kantar Retail and the producers of the International Shopper Insights in Action Event, which unites over 250 of the most prominent retailers and FMCGs from across 35+ countries to share best practices (and next practices). Leading Researchers, Category Managers, Shopper Marketers, Merchandisers and Industry Experts attend to explore consumer and shopper behaviour, the decision journey and how to champion the value of activating intelligence for basket growth. We invite you to join us in Edinburgh this November and help build the future of retail together.

Why Do Shoppers Behave In Unexpected Ways? Webinar Invite

If shopper marketing is about influencing shoppers at the point of purchase decision, how much do we really know about how and where shoppers make decisions?

Our learning is increasing all of the time and we actually know quite a lot as an industry, but for some reason we often seem to forget or ignore everything we know when we try to influence shoppers.

In fact, a huge amount of money, especially if price discounts are being taken into account, is being spent often in ways that may neither help or be damaging to the brand.

We’ll explain what happens along the Shopper Decision Journey and give key insights into why their behaviour is not always what you want during our upcoming Webinar, Shoppers Behaving Badly.

This presentations looks at:

  • how shoppers really make decisions
  • the implications for shopper marketing
  • and how to drive a return on investment

When: Wed, Sep 24, 2014 at 10:00 AM EDT
Duration: 45 minutes includes Q&A

 
—>>> Sign up here

 
Speakers: 

  • Kirstie Hawkes, Director & Consumer and Shopper Lead, Kantar Retail Europe
  • Richard Tolley, Director & Consumer and Shopper Lead, Kantar Retail Europe
  • Lee Smith, Global Director, Retail and Shopper

Presented by Kantar Retail and the producers of the International Shopper Insights in Action Event, which unites over 250 of the most prominent retailers and FMCGs from across 35+ countries to share best practices (and next practices). Leading Researchers, Category Managers, Shopper Marketers, Merchandisers and Industry Experts attend to explore consumer and shopper behaviour, the decision journey and how to champion the value of activating intelligence for basket growth. We invite you to join us in Edinburgh this November and help build the future of retail together.

Erosion

This is posted on behalf of JoAnna Brandi. It is co-posted on the Customers 1st Blog and JoAnna Brandi blogs. As soon as the rain from Tropical Storm Fay passed yesterday I rushed down to the beach. I had been away for over two weeks and I missed my favorite spot. Breathing in the sea air renews me, so even when windy or cloudy, I take my walks at the beach. And windy it was. I tucked my ipod deep in my pocket and put my sunglasses on to keep the sand out of my eyes. It’s my habit to walk against the wind on the walk out, so the walk back is a little easier. It didn’t take long to notice that a lot of beach was gone. The storm had done some damage, and perhaps eighty feet or more of beach washed out to sea. I drank in the fresh air after two days of being stuck indoors during the storm, at first all I was feeling was gratitude for being able to have nature so close to home. But shortly I started thinking about a client. Their customer base in one sector of their business is eroding, and has been for a while. I know my training and my message is powerful, but I wondered. Would it begin to turn the tide? When over time you cut cost by cutting service it begins eroding the trust your clients had. Growing by acquisition builds the customer base up again (just like the beach did over the past few months following terrible storms a few months prior to that.) But when scrupulous attention is not paid to the culture and how to deal with customers of the ‘former’ company, over time, we see erosion. The world is changing. The customer is changing. They have the power. When they start talking out loud and on the internet, the jig’s up. All organizations need to take a closer look at what they are doing to stem erosion. If you didn’t have a good relationship with the customer when they left (because like everyone else, they’re cutting back a bit) you certainly won’t be able to win them back when the financial weather changes again. Marketing and advertising dollars don’t buy trust, they buy interest. You can’t buy trust, you have to earn and build it. What builds trust is consistently doing the things that make the employees and customers feel valued, special and important. It happens easily. Even to me. We all tend to take our customers for granted. Erosion. It’s a sign. Time to build up the dunes. If you’d like to see more of Joanna Brandi’s blogs, visit JoAnna Brandi’s Blogs. You can also find out more by visiting her Customer Care Coach website. Joanna Brandi will be a keynote speaker at this year’s North American Conference on Customer Management, and has already been profiled on our Customer 1st blog. Stay tuned for her posts on the Customers 1st blog!

Please Inform Your Face

This is posted on behalf of JoAnna Brandi. It is co-posted on the Customers 1st Blog and JoAnna Brandi blogs. I’ve just left the Estee Lauder counter in Lord & Taylor’s. I’m shaking my head. Lauder is having one of their special offers ‘ buy $39.50 worth of product and get a free gift. My Mom uses their products and like most people loves the free gift. This time (very clever) you get to customize the gift. You get to pick from two color palettes (warm or cool) and a choice of daytime or nighttime creams. We walked over to the relatively small counter where there three (count them ‘ three) sales people. Not one of them noticed us nosing around. I had to ask ‘Are you having a special offer today’? ‘Yes.’ ‘Uh ‘ can you tell us a little about it’? She gave us a brief description, nothing exciting at all in her voice, and void of some important details. My Mom, recovering from a broken hip, and leaning on a cane said great ‘ I need some powder. The young later brought out the powder and stated that the powder cost $29.50. ‘Okay,’ A moment of silence and then I got it ‘ it was probably not enough to qualify for the gift. So I needed to move the conversation along to the next level I guessed. ‘And what do we need to spend to get a gift’? $39.50 More silence and one of those glances that suggested that perhaps we were interrupting something very important that she needed to do. It was momentary, but my body picked it up. Now my Mom picked up the ball. She looked at me and said, ‘Need anything’? ‘I really could use a lipstick.’ ‘Okay.’ And then, nothing. ‘Where ARE your lipsticks’? I asked, really wanting to bolt out of the store screaming. ‘Over there.’ And so I climbed over a cart that was blocking the way, and then moved it out of the way so my Mom might make her way around the road block too. I quickly picked a lipstick. Now it’s time for Mom to pick the components of her gift ‘ the young lady asked my not-hearing-too-well Mom. ‘Do you want warm or cool colors’? Not knowing what she was getting into, or what the young lady meant she picked one. When I brought to her attention after seeing the colors that she wasn’t going to like the beige lipstick we asked the young lady to switch it. What resulted was a deep sigh and look of distain. Had I been there alone, it would have been the moment of truth, where I either told the truth about what I was seeing or left the store, but I stayed for the rest of the transaction. To my utter amazement, after we paid, the woman looks up and says in a somewhat convincing voice, ‘Thank you so very much. I really appreciate your business, thanks for coming in today.’ The amazing part ‘ she said it all while maintaining a scowl on her face. It made me feel quite ill, it was that strange. Next time you express appreciation ‘ please remember to inform your face. If you want to learn more about inspiring the kind of culture that would NEVER (I repeat NEVER) produce this kind of behavior join the experts at this year’s North American Conference on Customer Management where we’ll be teaching you how to make the customer really FEEL like #1. If you’d like to see more of Joanna Brandi’s blogs, visit JoAnna Brandi’s Blogs. You can also find out more by visiting her Customer Care Coach website. Joanna Brandi will be a keynote speaker at this year’s North American Conference on Customer Management, and has already been profiled on our Customer 1st blog. Stay tuned for her posts on the Customers 1st blog!

I’m So Excited

This is posted on behalf of JoAnna Brandi. It is co-posted on the Customers 1st Blog and JoAnna Brandi blogs. Ever had a song playing in your head? ‘I’m so excited; I think I like it’.’ Okay, I know, I’m dating myself. But I have to admit the sound of that song has been in my head since I got off the phone with Amanda Powers who is the conference director for this year’s North American Conference on Customer Management. She spent an hour with me on the phone walking me through the agenda ‘ they’ve made major changes ‘ based on feedback from attendees, of course, and the conference ‘ the 6th annual ‘ looks like it could be the best ever. They’ve expanded on things people wanted more of and cut back on things people thought there was too much of, and it’s shaping up really nicely. It’s finally in a new location ‘ Anaheim California. I’m not only excited because the conference looks good. I’m excited because I’m the chairperson and get an opportunity to be involved at a whole new level. I don’t know why they picked me, but I am sure glad they did. I’m doing a workshop AND getting the honor of introducing the keynoters. I can’t wait until November to get involved, so I’m starting this week to discover more about the topics, the speakers, and Disneyland (where we are going to get a change to ‘swarm’ the magic kingdom.) Yeah, I like it. I can’t wait to meet Kevin Carroll the Author of Rules of The Red Rubber Ball whose keynote is titled ‘Rediscovering Play: Bringing Fun and Passion to Your Work and Your Life. ‘ Kevin ‘ I am so ready. You can expect that over the next few months I’ll be sharpening my blogging skills (it’s about time isn’t it?) and spreading the excitement of the conference every chance I get. And you can be sure that I’ll be first on line to hear the Rob Maruster, the Senior VP of JetBlue Airways speak on ‘Bring Humanity Back to Air Travel.’ Yoo-hoo Rob, can we talk? Check it out http://www.iirusa.com/naccm/event-home.xml If you’d like to see more of Joanna Brandi’s blogs, visit JoAnna Brandi’s Blogs. You can also find out more by visiting her Customer Care Coach website. Joanna Brandi will be a keynote speaker at this year’s North American Conference on Customer Management, and has already been profiled on our Customer 1st blog. Stay tuned for her posts on the Customers 1st blog!